Danone 'successfully hacked the Super Bowl' with Oikos so it's expanding the strategy to its other brands

"We intentionally decided to have a digital-first big game buy because we see that purchasing plant-based beverages and consuming content via streaming services is a lot more prevalent with younger generations - with millennials and Gen Z," said Surbhi Martin, svp of plant-based beverages at Danone North America.

"Streaming is obviously a much less expensive buy," she said, also declining to outline specific ad spend figures. "So we're able to do more with the same amount of money. Because again, we can redirect some of those dollars into other channels and drive that full screen-to-shelf integration."

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